In 2012 she first contacted us veterinary clinic “BEST” with the only task: to bring the site to the top in search engines. We coped with this using relatively standard SEO optimization techniques, but it became clear that getting into the top 10 is not yet a guarantee of success for the clinic. In the process of technical support of the site and the study of Yandex. Metrica and Google Analytics data, we noted a number of inconveniences that users encountered on the clinic’s website.
For example, people often sent roughly the same messages to Feedback. The question “Do you give rabies vaccinations?” could come 5 times a day from different users, although the answer was published on the site. In a special section, they also asked for additional information about services, procedures, and prices for them (at the same time, the price list for the clinic’s services at that time was posted in an excel file for download).
Conclusion one: the site does not take into account the needs of visitors
If we take a broader approach to the issue of promoting a veterinary clinic, then how often and in what situations do people look for veterinary aid on the Internet?
When do people look for veterinary clinics?
Points of care are much less sought after than pet symptoms. The situation is about the same as with the diagnosis and self-treatment after reading several forums and sites. At first glance, they look, expert, they appear on the first lines of the search engine, but they recommend traditional medicine methods without diagnostics. Such sites contain SEO-shiny text written by freelance copywriters, and the portals themselves live off of payment for visitors’ visits.
Over the past month, 619 people were looking for a veterinarian in Novosibirsk. For comparison, 1207 people wanted to receive information about neutering cats, and 554 about neutering a cat. More clearly in the screenshots below:
You don’t have to look at the statistics, doctors themselves know that, unfortunately, they are often approached in extreme cases, when “it didn’t go by itself” and the recommendations from the forum did not help. Lack of awareness of animal diseases sometimes worries veterinarians much more than the position of their own site in the search results.
Ulanova Natalia Vladimirovna, the chief physician often,
the owners delay the visit to the doctor, which subsequently complicates the treatment process or even makes it impossible. Therefore, we set ourselves the task of educating people about the symptoms of the most common diseases, clearly identifying situations in the event of which it is impossible to postpone a visit to the clinic, and talking about appointments. And partly thanks to the site, we successfully cope with this task.
Conclusion two: Simple website promotion to the top is not enough for veterinary topics.
Transition to an integrated approach to promotion
Therefore, we soon came to the conclusion that it was not enough to bring the site to the top for key queries in the subject. In addition, the BEST veterinary clinic is a leader in the Siberian Federal District in terms of technological equipment and the level of professionalism of its employees, and the site did not match this. At first, we set tasks for improvements to third-party developers (who made the previous version of the clinic’s website) and performed SEO-promotion and contextual support. But soon, together with the head physician Natalya Vladimirovna Ulanova, they came to the conclusion that a different approach is required to promote a top and progressive veterinary clinic. The incremental change of the site became impossible, it was necessary to create it from scratch, changing the structure, design, and functionality. The decision was made, we began to think over a new website and additional promotion channels,
What does an integrated approach to internet marketing include?
We are sure (and we constantly tell our clients about this) that online promotion should be approached in a comprehensive manner: use a set of promotion channels suitable for each specific case, pay attention to content, work with reviews, study user scenarios, look at analytics at least once a week and draw conclusions from it, and most importantly – take into account the specifics of the business. The option “set up one channel and wait for sales” is definitely not for those who take their business seriously. And we already wrote about this in the blog before: magic “pills” for sales still do not exist, even if they are offered to you.
So, taking into account the analysis done and the specifics of the work of veterinary clinics, we have developed a strategy for Internet promotion, which included very voluminous and long-term tasks. Next, we will tell you what was done and what it led to.
Step 1. Connect social networks
In parallel with writing the terms of reference for the development of a new website for the clinic, we connected social networks as a tool for disseminating information and collecting feedback. For BEST, Vkontakte and Facebook groups were created, where news, interesting articles, tips are published, and daily communication with subscribers takes place. Now there are almost 4,000 people in the group.
Let’s list the points that you definitely need to pay attention to if you are developing social networks:
1. Optimized group name and discussions
The name of the group is “ Veterinary clinic BEST Novosibirsk | Veterinary Online ”- optimized for search within social networks and search engines. It not only contains the name of the brand but also reflects what the brand does. For a couple of years, we have tried different options, depending on the search algorithms. By the way, social networks take additional positions in search engines for brand queries and crowd out “uncontrolled” resources, but more about reputation …
2. Branded design
3. Useful content
4. Constant online presence
To receive an answer to complex questions, we contact the employee of the clinic responsible for this – a general practitioner. The therapist transfers highly specialized questions to other specialists. As a result, we receive a qualified answer and continue to communicate with the subscriber.
5. Working with brand advocates
Step 2. Improve the site
Read more about the functionality and visual solution of the site of the BEST veterinary clinic in our portfolio, here we will list the main points on which the work was carried out:
1. User-understandable site structure
2. Veterinary encyclopedia – a reference book in which we are confident
At the moment the section competes with federal reference books and catalogs on veterinary medicine – for information requests. By the way, previously commercial and geo-dependent requests such as “neutering cats” have already moved from commercial to informational.
3. Active sections “Question-answer” and “Reviews”
4. Constant updating in the sections “News” and “Promotions”
5. Emotional section “Medical history” confirming positioning
6. Synchronization of updates with social networks
7. Taking into account the requirements for optimization at each stage of development
- The presence of bread crumbs (no link on the last element) – for the layout designer,
- The presence in the site design of a place for linking – for a designer,
- The presence on the main page of the site and on the internal pages of a text block with the ability to edit, write headings – for developers.
8. Online chat with visitors
For those who need help here and now, and they are not ready to wait for an answer to the mail, but at the same time cannot call, for example, because they are in a crowded place or at work. In the online chat, you can check the availability of free places to make an appointment with a doctor, the availability of specific medications on sale, etc.
Step 3. Build your online reputation
Divide negative reviews by category and find their reasons
Forced shifts in the record
Unwillingness to take responsibility for the pet’s health
Misunderstanding of the principles of the therapist
And only then other reasons.
What to do?
Step 4. Link internet marketing to offline
There was a period when we saw many negative reviews of the same type about the work of the clinic’s call center, about the responses in the online chat on the site. To get our own data, we acted as mystery shoppers and independently checked the work of the call center and chat. It turned out that customers who leave reviews are not exaggerating, there really is a problem. The information was immediately passed on to the head physician of the clinic, and the problem was resolved.
Step 5. Do not stand still, plan and act
The clinic is constantly developing, and therefore we select new tools for its needs, develop the site, and social networks of BEST. Soon, the site will implement the “Pay online” function, which will allow the clinic’s clients to easily transfer donations for the treatment of patients from animal welfare or charitable foundations. In social networks, work is underway to fill wiki pages. Site visitors (subscribers of the group in social networks) are also oriented towards the publication of new content in the “Encyclopedia”, being active in the “Question and answer” section.
In addition, in 2014 the clinic acquired a new direction of activity – the Siberian Center for Postgraduate Veterinary Education… This year Silver has already held the first Veterinary Congress – an event that has no analogs beyond the Urals. For the site, basic SEO optimization was carried out, the functionality is being finalized with the development of the direction. The project is also promoted on social networks, more active on Facebook, the communities are professional and closed, as discussions of diseases are held inside and consultations are held to solve complex cases – with photos and videos.
Ulanova Natalia Vladimirovna, the chief physician
need to grow constantly since the pace of development of medicine and the market is extremely rapid, we constantly study, improve the qualifications of the clinic’s specialists, and practice a lot. And we know that shikdar studio specialists act in the same way. Every professional knows the nuances of his work area, so it is imperative to work on each task together. When promoting and developing the site – including.
Two-way communication is important
The secret to getting good results is teamwork with the customer. When a studio is not just a performer, but a participant and initiator of research, changes, and innovations. When customer feedback is easy because he knows what it is for. When the client takes the initiative and is ready to listen and accept the studio’s proposals. This shows not only the seriousness of the intentions of both parties but a responsible attitude towards the patients of the clinic – animals.